Consumers Of Educational Services Research Articles

The Theoretical Aspects of Marketing Innovations in Educational Activities

The article is aimed at theoretical substantiating the essence features of marketing innovations in educational activities, defining their features in the current conditions and identifying their characteristics. It is proved that marketing innovations play an important role in the development of educational activities of a university. The introduction of an innovative product or service into the university’s activities allows to make the latter more successful. The use of modern research methodologies, the involvement of stakeholders will ensure the development of the university’s entrepreneurial activity, increase its competitiveness in the educational services market. In order to determine the essence of marketing innovations in educational activities and its manifestation in the educational services market, the article analyzes its constituent elements: actors of marketing relations and the functions of these entities in the market; scope, goals and objects of marketing of innovations in educational activities; principles, instruments and peculiarities of implementation. It is proved that the marketing of innovations in educational activities should be understood as a management conception focused on the effective use of the university’s potential and resources to satisfy consumers and make a profit by developing and implementing innovations. It is defined that the main task of marketing innovations is: determining the ways and actions to ensure that innovative products as ware represent value and usefulness for potential consumers, informing consumers about this, and ensuring the availability of ware. Solving these tasks is provided by using the following marketing methods: research of the market and the needs of potential consumers; search for possible applications of an innovative product; organization of its promotion to the market; use of pricing methods, along with various forms and methods of sale. The use of marketing orientation when introducing innovations in educational activities involves continuous analyzing the needs of consumers of educational services, determining the structure of consumer motives, researching their reactions to a new or updated service, and constantly monitoring both the existing and the potential opportunities of the university. Therefore, the prospects for further research in this direction are the definition of directions and instruments for monitoring the innovation and marketing activities of the university.

СОВРЕМЕННЫЕ ТЕНДЕНЦИИ РАЗВИТИЯ РОССИЙСКОЙ СИСТЕМЫ ДОПОЛНИТЕЛЬНОГО ПРОФЕССИОНАЛЬНОГО ПЕДАГОГИЧЕСКОГО ОБРАЗОВАНИЯ

Currently, a promising direction for solving problems related to the modernization and transformation of the Russian school is the creation of a modern system of continuous professional development of teachers. To do this, it is necessary to clearly understand what changes are currently taking place in the field of additional professional pedagogical education as an essential component of the system of continuous professional development of teachers and what challenges should be met by regional institutions for advanced training and education development institutions. In this regard, the article examines and analyzes the most important trends in the development of additional professional pedagogical education on the basis of a systematic approach. The analysis showed that in the current situation, institutions of additional professional education are forced to respond to a number of new challenges related to (1) ensuring competitiveness and productive interaction with employers and direct consumers of educational services, (2) gradual centralization and unification of additional professional pedagogical education, ( 3) the need to develop adaptive, practice-oriented and flexible additional professional programs focused on the current model of a highly qualified specialist and (4) the creation of a modern motivating educational environment, including through organizing the activities of network “professional communities of practice” based on the use of information and communication technologies. Hence, the main conclusion is that institutions of additional professional pedagogical education should be transformed today into modern multifunctional centers that provide a variety of educational services, and the programs they implement should be transformed into complex block-modular constructs in which practice-oriented content is designed on the basis of micro– and nanomodular approaches, leading didactic scenarios, scientific and methodological infrastructure to support students in the learning process and in the post-course period, including “communities of practice” and “learning communities”, a methodology for assessing professional competencies, as well as possible career prospects and student requests.

Актуальные аспекты цифровизации российского образования

The current trend of socio-economic development is digitalization, which affects all spheres of the economy and society, including education. The article examines the features of digitalization of the Russian education system, notes the contradictory nature of the changes especially related to the introduction of digital technologies. The risks of introducing distance education, including for consumers of educational services, are identified. The author emphasizes the lack of elaboration of legal norms for effective regulation of the process of digitalization of Russian education. The scientific validity and economic feasibility of the implemented format of digitalization of Russian education and possible consequences of its transformation are evaluated.

Аналіз стратегічних заходів щодо престижу ЗВО провідних університетів Західної Європи

The main content of the study is a comparative analysis of strategies for positioning the leading higher educational institutions of Western Europe in the international information space, namely: Oxford, Cambridge, Edinburgh, Manchester and Bristol universities for the global indicator «prestige of HEI among consumers of educational services or users of educational products», which is based on the indicators of the index of academic reputation; the index of the reputation of the HEI among employers; brand recognition. The author determined the indicators of the index of academic reputation and the index of the reputation of higher education institutions among employers according to the world ranking QS World University Rankings. The article explores the characteristic features, basic methods, and means of positioning leading UK universities. These include stories, conversations, presentations, and the referral method. All of these techniques are widely used during the public talk; on the official websites of the Western Military District; in advertisements of establishments, in social networks. Almost all leading universities use the method of concluding cooperation agreements with various companies and organizations, contributes to the popularization of HEIs and the successful employment of their graduates. The author also notes that the main feature of the positioning of leading universities in the international information space is the promotion of their brands. The researcher concludes that all five universities, with their scientific research, make a significant contribution to the development of the economy and society. Scientists and students have constant financial support for their development. Prizes and awards of scientists are an essential aspect of motivation for scientific discoveries. All universities have personal websites and are in touch with the media, publishing their news on scientific achievements.

ASSESSING THE USABILITY OF SITES IN TERMS OF DIGITALIZATION OF THE ECONOMY

The purpose of the article is to study the degree of usability of sites from the point of view of their stakeholders. The usability indicator is responsible for how easy the site's interface is to use, that is, it means how easily the user without special training can interact with the information system of the website. The goal of usability is to have a product that is easy to understand, easy to learn, effective to use, and en-joyable to use. Methodology. The article proposes an approach for assessing the usability of sites of business entities, based on the results of an empirical study in the format of questionnaire, which allows us to take into account the subjective attitude of respondents to the usability of a particular site. When calculating the integral usa-bility indicator, the assessments of the weight of each variant of the answer to the question, the weight of the question within the boundaries of each of the criteria, the weight of each criterion in the final indicator are taken into account. The approbation was carried out on the websites of higher education institutions. Highlighted the most important criteria for the usability of the website of a higher education institution from the point of view of applicants and students as stakeholders who are potential buyers and consumers of educational services: loading speed, convenience, efficiency, relevance, accessibility, interactivity, cross-browser compatibility, lack of forced content, attractive design, satisfaction. To obtain the results, a survey of 1170 stakeholders was conducted in the form of a questionnaire regarding the compliance of the websites of higher education institutions with the usability criteria. Based on the results of scoring and taxonomic analysis, quantitative values of the integral indicator of the usability of the websites of higher education institutions were obtained: NTUU “Igor Sikorsky Kyiv Polytechnic Institute”– 8,01; Taras Shevchenko National University of Kyiv – 6,47; Sumy State University – 7,87; Lviv Polytechnic National University – 7,85; V.N. Karazin Kharkiv National University – 5,32; Interregional Academy of Personnel Management – 7,7; Kharkiv University – 6,97; Academy of Advocacy of Ukraine – 5,62. The obtained quantitative values indicate that, according to Harrington's scale of desirability, the NTUU “Igor Sikorsky Kyiv Polytechnic Institute” site has the highest level of usability, the Sumy State University, Lviv Polytechnic National University, Interregional Academy of Personnel Management, Kharkiv University and Taras Shevchenko National University of Kyiv sites have a sufficient level, the Academy of Advocacy of Ukraine and V.N. Karazin Kharkiv National University sites are at the middle level. Practical implications. The proposed approach can be applied to the site of any business entity, it makes it possible to quantify the level of usability of the site from the point of view of stakeholders and become the basis for making effective management decisions regarding the compliance of the website with the requirements and needs of users. Value/originality. The proposed methodology for assessing the site of higher education institutions makes it possible to assess the degree of convenience of sites, which is a tool for ensuring the quality of online presentation of educational services in the context of limited information transparency of higher education institutions.

FINANCIAL RELATIONS IN HIGHER EDUCATION ON THE BASIS OF PERSONAL AND MUTUAL RESPONSIBILITY

Some implementatation tools of the state’s budget policy due to the typification of financial relations in higher education are determined in the article. The acceptability of the type of relations of the higher education institutions (paternalism, solidarity, subsidiarity) regarding the effectiveness of the state‘s financial policy is clarified. The economic responsibility of the state and higher education insrtitutions as a basic condition of subsidiary relations is revealed.Quantitative parameters of subsidiary relations of the state as a customer of educational services and higher education institution as a service provider are determined. Financial relations in the field of higher education are characterized by antagonism between the paternalism of the state and the principle of market relations. Partnership relations are based on the principles according to which market subjects are partners in achieving their goals. The hierarchy of higher education makes partnership relations impossible due to the subordination of the goals of the institutions. Solidarity as a type of relationship implies mutual responsibility and mutual assistance based on the unity of interests of the institutions. The solidarity of the state and higher education institutions is manifested in two aspects. The first one is the relationship concerning granting permission by the state to an institution for educational activities. The second aspect consists in the relationship concerning purchasing the educational services of the institution by the state. The aspects of solidarity are a reflection of the regulatory and commercial powers of the state. The mutual responsibility of the institutions of the different levels creates a subsidiary type of relationship. The establishment of subsidiary relations means the introduction of economic feasibility of providing educational services. The object of subsidiarity between the state and institutions is the minimum break-even point of demand for educational services (in the specialty of a certain level of education and form of education). A necessary condition for determining the amount is to establish the value of costs for an academic year per student who receives the service. In case of impossibility to form the minimum amount of demand the enrolment to a specialty is canceled. According to market principles, the amount of demand for specialties is of interest to HEI in the case when the tuition fee covers the cost of providing the service. Thus, the range of educational services of the institution may change annually. Solidarity-subsidiary relations regulate the obligations of the state and higher Д. М. Загірняк, О. А. Кратт, М. В. Загірняк 26 education institutions as to financing the forecasted demand for educational services. Relations among higher education institutions are the methodological basis of public funding. Solidarity-subsidiary type of relations means a combination of individual and collective responsibilities. The state simultaneously acts as a regulator and customer of educational services. The role of the regulator is to focus consumers of educational services on the needs of the labor market, and higher education institutions – on financial autonomy. The role of the customer is to share the responsibility for financing higher education with higher education institutions, which should involve other sources of funding for educational services. A conceptual approach is linked to the determination by higher education institutions of the minimum possible break-even point of the amount of services that they undertake to sell to the state as a regulator. The state as a customer undertakes to share responsibility with institutions through the purchase of part of the services subject to the sale of a minimum amount. The conceptual approach allows achieving the unity of regulatory and commercial components in the activities of the state in the field of higher education.

ФОРМУВАННЯ ПРАВОВОЇ КУЛЬТУРИ СТУДЕНТСТВАУ ЗАКЛАДАХ ВИЩОЇ ОСВІТИ ЯК ОСНОВА ДУХОВНОЇ БЕЗПЕКИ МОЛОДІ У СУЧАСНОМУ СВІТІ

У статті відстоюється положення, що духовну безпеку населення України здатне забезпечити лише демократичне правове суспільство, побудоване на основі правової компетентності та соціальної дові-ри його громадян, вияву високої громадянської позиції; одним із перспективних шляхів підтримання у суспільстві сталості і духовної безпеки, втілення ідей рівності і недискримінації є підвищення рівня правової культури та освіченості.Вищу освіту розглянуто як чинник розбудови правової держави, де правова культура громадян тісно пов’язана з усіма елементами правової системи формування правової культури молоді. Формування правової культури студентства визначене як тривалий процес, що реалізується в основному у середо-вищі ЗВО, визначає ступінь і характер правового розвитку особистості в суспільній правовій культурі, тісно взаємопов’язане з правовою освіченістю людини, зокрема, її розвиненою правосвідомістю, вмін-нями і навичками реалізовувати свої права, підпорядкувати поведінку вимогам правових норм.На основі аналізу наукової літератури встановлено, що складниками правової культури студентства є: повага до правових норм суспільства; наявність дієвих правових знань, норм права; висока культура, широка ерудованість; правові навички щодо реалізації суб’єктивних прав і свобод; особисто вмотиво-вана стала правомірна поведінка; громадсько-правова активність.Доведено, що у середовищі ЗВО є потреба у створенні цілісної системи формування правової куль-тури студентства із застосуванням різноманітних механізмів заохочення громадянської активності молоді, поширення студентського самоврядування, розвитку форм волонтерської діяльності та взаємо-допомоги. Визначено й охарактеризовано основні структурні компоненти системи формування право-вої культури студентської молоді у ЗВО: цільовий (формування всіх складників правової культури сту-дентства на основі принципів поінформованості та знань, доступності правової допомоги і підтримки, індивідуального підходу та толерантного ставлення; дотримання безпеки); суб’єкт-суб’єктний (надава-чі освітніх послуг, споживачі освітніх послуг, а також освітні стейкхолдери); організаційно-змістовий (зміст навчання студентів, специфіка виховної роботи та рівень студентського самоврядування тощо). The article defends the position that the spiritual security of the Ukrainian population can be ensured only by a democratic legal society, built on the basis of legal competence and social trust of citizens, the demonstration of a high civil position. One of the perspective ways to maintain sustainability, spiritual security in society and the implementation of the ideas of equality and non-discrimination is to increase the level of legal culture and education.High education is seen as a factor in building the rule of law, where the legal culture of citizens is closely linked to all elements of the legal system of youngsters’ legal culture. Students’ formation of the legal culture is defined as a long process, implemented mainly in environment of high education institutions. It determines the degree and character of individual’s legal development in public legal culture. Its closely interrelated with the legal personal education, including developed legal awareness, skills and abilities to realize own rights, and subject behavior to the requirements of legal norms.Based on the analysis of the scientific literature, the components of students’ legal culture are established. These are: respect the legal norms of society; availability the effective legal knowledge, legal norms; high culture, wide erudition; legal skills in the exercise of subjective rights and freedoms; personally motivated constant lawful behavior; social and legal activities.It is proved that there is a need to create an entire system of forming the students’ legal culture with the use of various mechanisms to encourage civic activity of young people, the spread of students’ government, the development of forms of volunteerism and mutual assistance. The main structural components of the system of formation students’ legal culture in higher education institutions are defined and characterized. Objective component (formation of all components the students’ legal culture on the basis of awareness and knowledge principles, availability of legal assistance and support, individual approach and tolerant attitude; safety). Subject-subjective component (providing the educational services, consumers of educational services, as well as educational stakeholders). Organizational and maintenance component (content of students’ education, specifics of educational work and the level of students’ self-government, etc.).

Digitalization as the basis for advancing educational services

The development of the educational services market takes place in the whole world under the influence of innovation technological and organizational solutions. The use of online technology provides a wide space for developing cooperation between educational institutions not only when mastering current disciplines. This is possible thanks to the modern concept of education being aimed at the possibility of students to choose a number of disciplines of various types based on their own preferences. The application of standard methods does not provide the necessary information for predicting which subjects will be of interest to each specific student. In this case, it is necessary to use digital technologies to process information provided by aggregator sites and search engines. This information reflects statistical data on the level of interest of a student applicant in one area or another of professional training. Based on these probabilistic features, it becomes possible to build a matrix of consumer preferences, viewing the student as a consumer of educational services. These problems can only be solved using digital technologies and by applying methods of stochastic optimization, the mathematical theory for finding solutions during uncertainty, and computer modeling.

COMPARATIVE ANALYSIS OF STRATEGIES FOR POSITIONING THE LEADING UNIVERSITIES IN THE UK IN THE INTERNATIONAL INFORMATION SPACE

Today the issue of competitiveness of higher education institutions is becoming more and more important. Given this paradigm, it is advisable to analyze the positioning strategies of leading UK universities on indicators of "prestige of higher education institutions among consumers of educational services or users of educational products" with indicators of the index of academic reputation; reputation index of institutions of higher education among employers; brand recognition and "economic and international activities" with indicators of economic impact, financial support for education, internationalization of the university. In the course of scientific research, the author analyzed in detail the special, scientific and pedagogical literature, information from the media, radio, television, data from Internet sites and social networks. To achieve these goals, general and special methods of scientific research were used: theoretical, monumental and problem-based analysis of special literature and Internet resources. The article provides a comparative analysis of the positioning strategies of the leading universities in the UK, namely: Oxford, Cambridge, Edinburgh, Bristol and Manchester universities on global indicators. After analyzing the five leading universities in the UK, we concluded that the main methods of positioning universities include stories, conversations, presentations and information and reference methods. It was determined that the main forms of positioning are based on consultations, seminars, conferences, research, creating courses and paying great attention to students with disabilities. Each university has created its own programs to improve the quality of education. All of them are aimed at helping talented students, but not financially secure; students who have outstanding academic results and international students. All leading universities have their own official pages and websites, which cover current information on the work of higher education institutions, their plans and prospects.

ANALYSIS OF MODERN EDUCATION PROGRAMS FOR STUDENTS OF SOCIAL PEDAGOGUES TO STUDY THE PROBLEMS OF CHILDREN IN UNSTABLE CONDITIONS OF SOCIETY

Social pedagogue – a specialist in the field of educa-tion who carries out professional activities in educa-tional institutions and social protection of the popula-tion. The child development and positive socialization are the targets in the implementation of social peda-gogue job functions, among which is one of the main socio-pedagogical support of students in the process of acquisition and internalization of social norms, behav-ior patterns, values of modern society. The implementa-tion of the principles of the competence approach in the higher education system involves the activation of ef-forts, coordination of the requirements and interests of subjects of educational relations in the context of ongo-ing changes. Among the main subjects of educational relations, we can distinguish the state, which acts as a regulator of the development and modernization of edu-cation, which is a social customer in relation to the re-sults of education and training; the professional com-munity, which expects competitive highly qualified per-sonnel in the labor market; the teaching staff of the University that implements the tasks of training special-ists; students and the parent community as consumers of educational services. The result of interaction between the subjects of the educational process is educational and professional standards that are the basis for de-signing the main professional educational programs of higher education and are designed to ensure the unity of the educational environment in a rapidly changing social environment. The purpose of this article is to present the results of the analysis of educational programs for students – social teachers depending on the requirements of professional and educational standards, as well as factors that char-acterize the instability of the modern social environ-ment, which creates new problems in the socialization of children.

Marketing Technologies in Higher Education for Identifying the Needs of Consumers in Lifelong Learning

Ukraine has created a competitive market of educational services, the supply of which has made a tremendous surge in the last 10 years. Trends in the development of higher education indicate that, on the one hand, decline in the number of student leads to a reduction in the number of higher education institutions, and on the other, there is a need to maintain the highly professional teaching staff. The analysis of statistics shows that this tendency is common for most of the Eastern European countries. One way to improve the situation in higher education is by looking into non-traditional education such as lifelong learning. This article presents the results of marketing research of consumer needs in continuing education. It is concluded that the use of Internet marketing technologies, in particular the content marketing, provide the maximum study of consumers of educational services and, as a consequence, meet their needs.

Маркетингові інструменти просування освітніх послуг за допомогою соціальних мереж

The aim of the article. The application of marketing mechanisms nowadays is an important component in the formation of an effective educational system in Ukraine. It is marketing, based on the formation of demand for educational services and its satisfaction, which provides integrated production and services sale management in the field of education. Insufficient attention is paid to promotion of educational services using Instagram social network, which is an effective tool for communication with the target audience. The aim of the article is to offer special tools for promotion of educational services through Instagram social network. The results of the analyses. Modern marketing communications make it possible to reveal both internal and external image of a higher educational institution to consumers, and social networks become an actual platform for interaction of all participants of educational process. Promotion of higher educational institution brand in social networks provides additional opportunities for segmentation and targeted information message. It is necessary to pay due attention to promotion of higher educational institution brand as it is connected with certain difficulties for applicants in choosing of an educational service. With the help of social networks, consumers of educational services can find necessary information about the higher educational institution by clicking on the link to the official website. Social networks are aimed at creation of loyal users, joining any of the communities; there is a possibility of constant contact of higher educational institution with target audience. One of the most effective directions to promote educational services at the present time is to use a social network. The article deals with marketing instruments for promotion of educational services through Instagram social network. The world statistical data regarding Instagram social network were analyzed. The main stages of algorithm for promotion of educational services in this social network were considered, including: landing page, setting up and launching of targeted advertising in Instagram social network with specific advertising objectives, contextual advertising in Google search engine; analysis and construction of sales funnel; development of mobile application; relations with target audience. In order to get to know the algorithm of an applicant’s actions regarding search for information on specialties and higher educational institution in social networks, we conducted a survey of first-year students of the Kharkiv State University of Food Technology and Trade on all specialties. The data were processed and a set of actions that are carried out by most applicants was formed. The essence of the instruments for promotion of educational services in Instagram was revealed. Proposals to create a digital presence of the website of higher educational institution were given. Conclusions and perspectives for further research. In general, in order to ensure stable functioning and development of educational services on the market, higher educational institution should operate in the categories and under the marketing principles, use tools and techniques, which are appropriate to marketing, taking into account the peculiarities of educational services, processes and results of their provision. Thus, successful promotion of educational services through Instagram social network takes place with formation of actual content and selection of effective marketing tools for promotion and advertising. Positive impression of higher educational institution in social networks will help it to form necessary reputation, will increase confidence by creating a positive public opinion. Key words: social networks, higher educational institution, promotion, advertising, educational services.

Determination of features of the market of paid services which may be provided by higher education institutions

Тhe relevance of the topic is due to the need to expand the financial autonomy of higher educational institutions (hereinafter referred to as the HEI) in Ukraine, the need to maximize the generation of their own cash receipts by providing paid services of the HEI, to improve the management efficiency of the HEI in a market economy. The market, with its industries, is in a state of flux. We observe how the needs of sectors of the economy for resources and the level of training of specialists are changing. There is a change in the influence of factors on economic processes, the role of the segments of the regional economy participating in economic processes is changing. The educational complex should contribute to the formation of not only the labor resource of the country. To implement in the field of education and science support of the labor resource at the required level, effectively based on the needs of the regional economy and other resources - industrial. By predetermining the priority sectors in the development of the regional economy, the educational infrastructure of Ukraine should set the vectors for the development of the labor market of the economy as a whole, and not only serve the existing infrastructure of the regional economy. To maximize the satisfaction of the needs of both consumers of educational services and the needs of the regional economy in production resources. The article formed the author's understanding of the concepts of "market", "educational service", "market of paid services that can be provided by HEI", presented the features of the market of paid services that can be provided by HEI in Ukraine, carried out an analysis of the regulatory framework for the provision of paid services by HEI, identified a generalized composition of participants, which are divided into generally recognized and proposed, and developed a road map for the introduction of paid services by HEI. After conducting research in the direction of the chosen topic, it was determined that the formation and development of the educational services market is taking place in accordance with certain global trends, namely: 1) the desire for a democratic education system, that is, the availability of education to the entire population of the country and the continuity of its stages and levels, provision of autonomy and independence to educational institutions; 2) ensuring the right to education for everyone (the opportunity and equal chances for each person to get an education in an educational institution of any type, regardless of nationality and race); 3) the significant influence of socio-economic factors on education (cultural and educational monopoly of certain ethnic minorities, paid forms of education, manifestation of chauvinism and racism); 4) an increase in the range of educational and organizational activities aimed at both satisfying diverse interests and developing the abilities of students; 5) the growth of the educational services market; 6) expanding the network of higher education and changing the social composition of the student body (becoming more democratic); 7) in the field of education management, the search for a compromise between rigid centralization and full autonomy; 8) education is becoming a priority object of funding in the developed countries of the world; 9) constant updating and adjustment of school and university educational programs; 10) a departure from the orientation towards the "average student", an increased interest in gifted children and young people, in the peculiarities of the disclosure and development of their abilities in the process and by means of education; 11) search for additional resources for the education of children with developmental disabilities, children with disabilities. According to the results of the study, the authors proposed to expand the structures characteristic of the educational services market. Insofar as the market for educational services includes many national educational systems, each of which has its own management model, structure, goals, objectives and problems, and the profit from the activities of such structures can also be expanded.

MODERN UNIVERSITY MARKETING MANAGEMENT: SPECIFIC NATURE

Modem globalization of markets, transformation and renewal of the state education system, reinforcement of political and economic tension worldwide, increase the urgent character of strategic aspects in the university marketing activities management.Marketing in the activity of any modern university involves targeting those priorities that will help the administration of the higher education institution measure its own competitive advantages and specify real opportunities for their growth.Thus, we have to examine subjects and objects of educational services marketing (its constituent elements) in order to understand the essence of this business process.It is customary to recognize all the subjects of the market as a marketing subject. The objects of educational services and products marketing include educational institutions, consumers, intermediaries and social entities involved in promotion of educational services in the market.Students can be considered as consumers of educational services. Consumers influence the choice of a field of study, mode of study, place, time and source of funding. Therefore, marketing relationships are formed to satisfy consumers’ need for educational services.It is worth mentioning that one of the primary tasks in the management system is to promote educational services and inform potential consumers about the educational institution. This goal may be achieved by means of various communication methods.Potential educational services consumers should be aware of the location of an educational institution, its specializations, term of apprenticeship and cost of training.To attract potential customers, a variety of communication tools is used to influence both practical and emotional spheres of human nature.The article defines the target setting of the marketing approach in the university management and proposes the concept of organizational support of management approach implementation in the field of university marketing environment.

PELAKSANAAN HUBUNGAN MASYARAKAT (HUMAS) MODEL SIMETRIS DUA ARAH DI SMPN I PADEMAWU PAMEKASAN

The implementation of a two-way symmetrical model of public relations provides opportunities for recipients of education services to obtain their rights as consumers of education services. This study uses a qualitative approach to the type of case study research. The results showed that: first, the application of a two-way symmetrical model of public relations was carried out in the form of various school programs, this was because it involved outside agencies both government and non-government agencies, communication established by public relations officers ie two directions, mutual giving and receiving, honesty and openness and not on the basis of personal interests. Second, supporting factors in the form of approaches taken by public relations officers, regarding the communication carried out, and the same vision and goals are also supporting factors. Third, the inhibiting factors are internal and external factors. The ability of the public relations officer in planning the program of activities, as well as the approach with whom to aim for and the lack of activity time and readiness of the agency. Fourth, the solution is the principal's policy to immediately take other actions.

THE MARKETING COMPLEX OF HIGHER EDUCATION IN THE EDUCATIONAL MARKET

In a modern information society based on knowledge, education becomes a strategic element of sustainable economic growth. The development of human capital and adaptation of its preparation to the existing requirements of the labor market require large investments both in the formal education system and in individual training. Under these conditions, training structures should actively respond to external challenges, demonstrating significant flexibility and openness. Implementation of marketing concepts and strategies in the activities of educational organizations should promote the development of the market of educational services and increase their quality. The provision of educational services to the consumer that best meet his requirements and expectations can be ensured through the preventive identification of the needs of consumers of educational services and the motives of their behavior, as well as the complex implementation of the concept of higher education institutions based on the clientKey words: educational service, needs of higher education provider, three-level essence of educational service, marketing policy, price policy, material environment, educational process, personnel

Personal Educational Medium of A Creative Teacher In The Continuing Education System

Along with the sociocultural, natural and technogenic life environments in the post-industrial society, the information environment, embodied by the media and the global Internet, is becoming the leading one. In the information environment, individual activity is transferred to the Internet. It includes professional activities mediated by distance technologies, social networking, Internet communities, personal sites, blogs, twitters, collections of scientific, educational, literary and artistic publications, news, movies, concerts, meetings, etc. In this context, the dual social role of the teacher as a provider and, at the same time, consumer of educational services is highlighted. The development of general and professional competencies (especially socio-communicative) affects the success of a teacher in the field of socialization, education and upbringing of young people in the society based on innovations and high technologies. The education system demands a teacher who is able to implement innovative changes in the educational process, requires fundamentally new technological support for innovations and involves the development of the relevant norms of innovative behavior and description of the models, types and methods of disseminating innovative pedagogical experience. Such a teacher meets the requirements of the Russian national project “Our New School” and should be one of the most important resources for modernizing the education system as a whole and, in particular, in terms of continuing professional development. High-quality performance of professional labor functions (training, educating, upbringing) implies the possession of competencies in the analysis, exchange and dissemination of innovative pedagogical technologies. Professional development of a teacher is impossible without the need to transmit the positive experience to wide pedagogical communities.

THE GENESIS OF EDUCATIONAL SERVICES DEFINITION AS A LEGAL CATEGORY

By the authors of this scientific article was revealed the evolution of educational services as a legal category since the times when writing have been invented and till the European integration processes in modern Ukraine. In the article was emphasized that the process of providing educational services is now mostly perceived as studying, which is a consequence of the long term use of the irrelevant terminology in the legislation of Ukraine and the lack of a legally defined definition of educational services until the adoption of the Law on Education in 2017. By the authors were determined that the expectations of providers and consumers of educational services can differ significantly in content, completeness, quality, applied efficiency of these services, forms of their provision, etc. The genesis of understanding educational services definition was described and its characteristics due to the historical and legal stages of receiving the status of educational institutions. The ways of providing educational services in terms of their economic and legal nature have been determined. The features inherent in educational services, acquired as a result of long-term development of social relations, are distinguished. The modern Ukrainian educational legislation base and providing the educational services were analyzed. It is determined that most of the legislation governing the process of providing educational services can be characterized by the general declarative norms. The authors suggested improving the conceptual and categorical apparatus and some norms of the national legislation on the providing of educational services in accordance with their current development and emphasize their economic character as a result of economic activity. Also, the article deals with that the legislative definition of the educational services definition and it was noted by the authors the only focus of the educational services on achieving the expected results of studying without the formalization of them, which can make the role of consumers of these services into a passive participant in educational relations. Keywords: education, studying, educational services, entities providing educational services, economic activity, consumer of educational services.

THE DYNAMICS OF PUBLIC OPINION ABOUT THE INTRODUCTION OF NEW EDUCATIONAL STANDARDS IN THE SCHOOL EDUCATION (ON THE EXAMPLE OF THE REPUBLIC OF NORTH OSSETIA-ALANIA OF THE RUSSIAN FEDERATION)

Ponte Academic JournalAug 2020, Volume 76, Issue 8 THE DYNAMICS OF PUBLIC OPINION ABOUT THE INTRODUCTION OF NEW EDUCATIONAL STANDARDS IN THE SCHOOL EDUCATION (ON THE EXAMPLE OF THE REPUBLIC OF NORTH OSSETIA-ALANIA OF THE RUSSIAN FEDERATION)Author(s): Dzutsev Khasan Vladimirovich ,Kudzieva Fatima Sergeevna, Dibirova Aminat Parukovna, Kornienko Natalya Vladimirovna, Bagaeva Zarina GennadievnaJ. Ponte - Aug 2020 - Volume 76 - Issue 8 doi: 10.21506/j.ponte.2020.8.7 Abstract:School education is one of the most important factors of personal development. Socio-economic changes in the country\'s life often lead to educational reform. A crisis society in a state of anomie cannot always objectively assess and adequately accept innovations in any sphere, being nostalgic for the past way of life. The rapid and often senseless turnover of innovations under the aegis of \"optimization and modernization\" in school education generates distrust, indifference and even some dislike among consumers of educational services. Public opinion of the population, therefore, can serve as an indicator of the attitude to a particular problem. The study was conducted in April-May 2019 by the center for research of border territories of the South of Russia ISPI FNISC RAS and the Department of sociology of the North Ossetian State University and is similar to the study conducted in October-November 2012. The article is based on the comparative characteristics of both studies. Main research methods are analysis of scientific literature on the problem in the works of Russian and foreign scientists, surveys and expert opinions, and comparative analysis of data drawn from a massive survey conducted every 7 years. The survey involved 637 respondents-parents whose children were in school at the time of the survey. Additional education teachers, methodologists, and teachers acted as experts. The results of the study showed that society is not ready for any serious changes in the field of education, both from the supervising authorities and from the consumers of educational services, and modern schools are not able to perform educational and educational functions in full and at proper level. For several years, the attitude of the population of the republic to the introduction and operation of new educational standards has changed slightly. Distrust of their effectiveness and efficiency is leading among the opinions. The situation is aggravated by imperfect organization of educational institutions, gaps in the qualifications of teaching and managerial staff, as well as the lack of reliable and full-fledged state policy and funding. We believe that the results of this study will further improve the effectiveness of the new educational standards in secondary schools, and a wider awareness of the role of standards in the learning process will allow consumers of educational services to take a more active part in the process. Download full text:Check if you have access through your login credentials or your institution Username Password

Quality of education as a requirement of modern society

The aim of the work is to study the compliance of the quality of education in Russia with the requirements determined by the needs of the Russian society. The article reveals the genesis of such categories as" quality of education "and"quality of products and services". The features of educational services as a public good in the forms of market relations are revealed. The structure and role of various consumers of educational services are defined separately, and a classification of the needs and requirements of consumers to the quality of education is proposed. In the course of the research, such methods as analysis and synthesis, induction and deduction, and statistical methods for studying the economic situation were used. The empirical base of the research is scientific works of Russian and foreign authors on the problems of education quality, National standards of the Russian Federation and International standards in the field of quality, the Federal law "on education in the Russian Federation", Federal state educational standards of the Russian Federation, official data of the Federal Treasury and the Federal state statistics service of the Russian Federation.